Pep boys presentation-updated

meet the team
Jamila Johnson
Copywriter
Kristen McCabe
Art Director
Vernon Brehon
Copywriter
Derek Cataldi
Account Planner
Mark Longacre
Account Director
Shannon Abraham
Research Analyst

the challenge
“How can we get the female
demographic, who own and drive cars,
to choose Pep Boys for their auto
service and auto retail needs?”

current situation
•  Over 700 stores in
U.S. and Puerto Rico
•  Offers a wide variety
of auto parts and auto
accessories
•  Has a wide range of
services
•  Highly qualiﬁed
mechanics
•  Demographics
–  Caucasian males age
30-70
–  HHI $41k-99k
•  Psychographics
–  Knows how to ﬁx small
problems
–  Uses service center to
repair larger jobs
–  Working class

competition
Dealerships:
•  Indirect competition
•  Offer quality service
•  Mostly for new car owners
•  More expensive but people trust their quality

competition
Local Repair Shops
•  Indirect competition
•  Close to home
•  Easier to negotiate pricing
•  Easy to build relationship with mechanic
•  Trusting and convenient
•  May not be certiﬁed for every car

competition
Other Chains
•  Direct competition
•  Offer similar products at similar prices
•  Fast and convenient service
•  Skilled/professionally trained staff
•  Not personal
•  Lack of trust

advertising review
•  Current Advertising
–  Cable Television
–  Direct Mail
–  Social Media
–  Email/Online
–  Radio
–  Outdoor
–  Events
•  Pep Boys Past and
Current Positioning
–  Previously- Positioned
around
•  Selection
•  brand names
•  convenience
–  Current- Positioned
around best prices

secondary research
Industry Overview:
•  Incline in small auto-parts accessibility
•  Rise in competition
•  People are seeking convenience, location, price and
trust
•  Stronger buyer power (buyer can get service or parts
anywhere)
•  Word of mouth and internet reviews affects business

key business issues
•  Saturation of market
•  Caught between two worlds

-Car dealer quality

-Auto-care service
•  Not top of mind aware.
•  Communicate high quality of service.

primary research methodology
•  First Survey
–  Online
–  35 respondents
–  20 questions
–  explored target's car
maintenance
•  Second Survey
–  Online
–  32 respondents
–  19 questions
–  Investigating media
habits
•  Focus group
–  Five participants
–  Two hours

Where is our target going for car service?
40%
43%
17%
A)ermarket Service
Center
Dealership
Other

when choosing a car service center what
matters most…
25%
23%
Loca@on
Friends Opinion

does our target own smart phones?
89%
11%
Smartphone Owner
Non‐Smartphone Owner

key focus group insights
“I would take advantage
of the app if it made
making appointments
easy and informed me
when my appointment
was over. I would also
like to know what was
done and what products
were used.”
“Direct mail is the best
way to remind me to get
things done to my car
based on the good
deals”

people who shopped at PepBoys…
83%
17%
Did NOT Use Service
Center
DID Use Service Center

target audience
•  College educated women 25-35
•  Up-to-date with technology
•  Care about carʼs operation
– not speciﬁcs.

persona
Babe
• 26
• Single
• Drives an off-lease Honda Civic
• Concerned mostly with her social life, dating, and friends

-Needs a reliable car to keep up with friends
• Works as a media sales rep
• Recently moved into her own apartment

persona

Blair
•  30, Engaged
•  Drives a Fusion Hybrid
•  Passionate about her job as an ofﬁce rep
•  Spends every other weekend with her boyfriend in DC

-Has to have her car running smoothly for long drives
•  Rents an apartment

communication objective

To familiarize and inform the
novice of their carʼs basic
needs.

positioning statement

To 25-35 year old females, Pep Boyʼs
thoroughly trained staff is committed to
fostering an intimate relationship between
mechanic, owner and car.

positioning explanation
•  We chose them because brand recognition for
young audience
•  Not familiar with cars
•  Women are willing to download the app
•  Pep boys concentrates on the relationship
between you, your mechanic, car

what our target thinks about…
Reliable
Trusting
Union
Fixing problems
Better
Communication
Mediator
Understanding
Reliable
Manny
Moe
Jack
Car service
Communication
Mechanic
PepBoys:
Therapy:

mobile app
•  Schedule an
Appointment
•  Car History
–  In depth details of past
visits
•  Specials & Local
Coupons
•  Need a Tow?
–  Helpful towing service
available 24/7
•  Meet Our Mechanics
–  Qualiﬁcations
–  Work history of your
mechanics speciﬁc to
your PepBoys
locations

eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
reliability
friendliness
communication

media
•  Radio
•  Online Video Adʼs
•  OOH
•  Direct Mail
•  Mobile Advertising

the break-down
•  Radio: $343,579
•  Online Video: $34,179
•  Direct Mail: $30,250
•  OOH: $30,000
•  APP: $19,000
•  Production: $40,000
$$
total:$497,008

recommendations…
•  Redesign:
– Waiting lounge
– Mechanic workspace
– Service transcript
•  Highlight price match guarantee
•  Emphasize services:
– Overnight drop off
– State inspection

conclusion
•  Car Therapy
–  Building relationship
between car and
owner
–  Informing owner about
carʼs needs
•  Inviting, female
friendly
•  Cohesive campaign
across media

Pep boys presentation-updated

Recommandé

Recommandé

Contenu connexe

Similaire à Pep boys presentation-updated

Similaire à Pep boys presentation-updated (20)

Plus de shannonmon

Plus de shannonmon (6)

Dernier

Dernier (20)

Pep boys presentation-updated